Marketing people are key in the role of managing website optimisation. They know the message they wish to communicate, they know the business goals and have a strategy that they are keen to fulfil.

The analyst needs to be aware of how to take these goals and build the data around their wishes. It takes analysts and UX people to combine the data and the marketing mission, to present a test scenario that can give results that are meaningful.

We know that people are unpredictable but designers also know what makes people react, which design communicates best, which interactive elements on a form enable the smoothest processing for the user.